Media, Services & Innovation Director L'Oréal Portugal, Lisboa | Jan 2019 - May 2021 Executive leadership of media strategy for Portugal; led full media strategy and budget allocation (>€10M). Led agency pitch and created a dedicated agency structure (Studio M) within GroupM. Negotiated annual creative agency retainers exceeding €500K. Achieved a 12% reduction in cost-per-GRP and an average cost-per-contact of ~€0.02. Member of the Portuguese Board of Directors; led AR/VR (ModiFace) roll-out across e-retail. CPD (FMCG) Digital Manager L'Oréal Portugal, Lisboa | Oct 2016 - Dec 2018 Digital strategy lead for Consumer Products Division; digital budget ownership. Directed internal teams and agencies in the use of DV360, MOAT, Meta Business Manager and Google Ads. Retail digital enablement and content production; performance reporting and optimization. Haircolor Marketing Manager L'Oréal Portugal, Lisboa | Sept 2015 - Oct 2016 Led the Haircolor category for Garnier and L'Oréal Paris in the mass market channel. Managed product portfolio, launches and lifecycle strategy. Owned category budget, P&L and demand forecasting. Group Manager, Garnier L'Oréal Portugal, Lisboa | Jan 2015 - Sept 2015 Managed the Garnier portfolio (brand revenue >€20M) across Face, Body, Hygiene, Sun, Styling and Haircolor. Led brand budget, forecasting and P&L performance. Senior Product Manager, Biotherm L'Oréal Portugal, Lisboa | Mar 2013 - Dec 2014 Managed the Biotherm brand portfolio and P&L across Face, Body, Hygiene, Sun and Men categories. Product Manager, YSL Fragrances & Biotherm Homme L'Oréal Portugal, Lisboa | May 2010 - Mar 2013 Brand management across Men's and Fragrance categories; led product launches in selective distribution.
Digital Marketing Director Onlifarma - Health & Beauty, Aveiro | Jan 2026 - Present Lead overall digital marketing strategy across performance, CRM, content and e-commerce growth. Drive customer acquisition, retention and revenue acceleration. Manage digital teams and external partners. Optimize media investment and full-funnel performance. Marketing, Sales & Transformation Director Onlifarma - Health & Beauty, Aveiro | Apr 2024 - Jan 2026 Full responsibility for Marketing and Sales strategy. Business transformation leadership across digital, commercial and supply-chain processes. Alignment of growth strategy across brand, performance, and commercial teams. Revenue and margin optimization initiatives. Sales & Business Transformation Director Onlifarma - Health & Beauty, Aveiro | May 2021 - Apr 2024 Led business transformation roadmap. Sales acceleration strategy and performance optimization. Introduced 300+ new brands to the portfolio over 5 years. Delivered ROAS >18 and revenue CAGR >50% across digital and commercial channels. Led teams of 10+ across marketing, digital and commercial functions.